Project 2050 promises to bring authenticity to the marketing message delivered to urban youth.
It will be interesting to see Project 2050's work, it looks like they have all the right elements in place to produce intelligent, culturally relevant communications. Designer Shepard Fairey's cult-like status is a big boost, check out this article where he gives his views on street marketing and authenticity.
(Another look at urban/lifestyle branding from Mark Ecko)
In order for a brand to exist and survive and be relevant you must exist in multiple space. It doesn't mean that you still don't have to have a core competency. You have to really truly be a lifestyle brand. You have to exist in our culture on all levels. Music, movies, video games, cellphones, clothing.